Team Swachh Bharat - "Team Clean India"
564 million Indians – almost half the population – still do not use toilets. The consequences of widespread open defecation for health, education and economic development are severe. To overcome this challenge, it will take a genuine team effort in which all relevant actors - from people practicing open defecation to the urban middle-class, from the Indian Government to development partners, from the private sector to sanitation workers and India’s leading role models - play as one team. That team is Team Swachh Bharat.
Tapping into what Indians love most to tackle India’s biggest social problem
In India, there is one thing that cuts across religion, language, caste, age or gender: the love for the country’s favourite sport, cricket! Initiated by WASH United and UNICEF, Team Swachh Bharat is a nationwide multi-year initiative that taps into people’s massive passion for cricket to spark a broad popular movement for sanitation and toilet use across the country. Captained by Sachin Tendulkar, India’s biggest sports hero of all time, and supported by countless other cricketers and leading role models from other fields of society, the Team Swachh Bharat initiative will engage every Indian to join the team and play their part towards an India where everyone uses a toilet.
Components of Team Swachh Bharat
Team Swachh Bharat is an integrated multi-year initiative for sanitation and toilet use that consists of three main components that mutually reinforce each other:
- An on-going national mass media campaign that builds awareness and engages people to join the Team Swachh Bharat movement and take action for sanitation and toilet use;
- A nation-wide school programme that uses cricket and play-based learning to improve life-saving sanitation and hygiene behaviours among school children;
- Cricket-themed communication materials, tools and event formats for districts and municipalities that enable local governments to raise awareness and generate demand for sanitation at the local level.
A once-in-a-lifetime opportunity to spark a movement for sanitation in India
Team Swachh Bharat brings together a unique set of multipliers to catalyse progress for sanitation in India. The International Cricket Council (ICC), the global governing body for cricket, has embraced Team Swachh Bharat as the official charity initiative of the 2016 ICC World T20 cricket world championship in India. Team Swachh Bharat also has the full support of the Government of India. The initiative directly contributes to the Government’s Swachh Bharat (“Clean India”) Mission, a massive national programme initiated by Prime Minister Modi in 2014 to achieve sanitation for all Indians by 2019. The Government has committed significant resources across ministries to support the roll-out of the Team Swachh Bharat initiative at scale.
Find out more and join the movement: www.teamswachhbharat.in